Despite many advancements in technology and human psychology over the years, the cornerstone of content marketing remains the same. To provide value as a way to build authority, community and trust.
Over the years marketers have found new ways to refine the process by learning to become more strategic and focused, and improving ways to measure the value of their efforts. As you’ll see in the infographic below.
Image source: https://prosandcontent.knotch.com/
Content marketing isn’t easy. But with enough commitment and a lot of hard work, it’s more than possible.
So how can you craft a compelling content marketing strategy in 2022 that works in this day and age for your business? Let’s find out.
What is content marketing?
Content marketing focuses on the creation and distribution of content with the goal of attracting and retaining customers.
It’s a form of inbound marketing, and according to Hubspot, “a business methodology that attracts customers by creating valuable content and experiences tailored to them.” In other words, content marketing brings customers to you, instead of you going to them through methods like direct marketing, social media advertising, search engine and display advertising.
This form of inbound marketing is perfect for today’s customers, as 70% of customers prefer to learn about products through the content that they search for and not through ads that are served to them.
What is the goal of content marketing?
The goal of any content marketing effort should be to answer your audience’s questions, whether through search engine queries or social media, in a way that is tailored for every stage of the buyer’s journey.
Content marketing should also work to build customers’ trust and affinity for your brand. Improving customer retention and providing long term benefits in terms of SEO (Search Engine Optimization).
Producing meaningful content is a must if you want your customers to feel in control of their purchasing decisions. That’s why creating content that comes across as genuine is essential. Customers know the difference between a sincere and helpful piece of content and one where you are just trying to make a sale.
Your goal with content creation should always be to create a bond with customers through education and the occasional sharing of your brand values.
Popular types of content in content marketing today
Contrary to popular belief, there is more to content marketing than just blogs and social media posts. So much more, as you’ll see below.
Here are 5 types of content that you can include in your content marketing strategy for 2022. Don’t feel pressured to choose them all. Just take a look at the ones that you feel are right for your business goals.
1. Blog posts
Blog posts are the most common form of content found on the internet, with most being used to answer frequently asked customer questions.
They are also one of the best ways to improve your SEO. This is because they allow your website to be discovered on Google more easily by introducing a whole bunch of new keywords with considerably more search volume than your product or service pages.
A blog is also useful for making people aware of your brand and collecting backlinks.
2. Social media
There is no question that every single business should be using social media in some capacity. But using your social media pages as content distribution networks isn’t enough. You should also be creating content that’s specific to your social channels.
Social media platforms are essentially becoming brand-focused search engines. With 42% of customers using social media sites to research new businesses and products. Furthermore, consumers are more likely to purchase from businesses that are active on their social media accounts.
When creating social media specific content, don’t make it strictly promotional. Most users find this behaviour quite annoying and will most likely unfollow your account if you constantly try to sell them stuff. Instead, focus on making your social content honest, friendly, and helpful.
3. Infographics
Infographics are graphic, visual representations of information, data, or knowledge intended to present information quickly and clearly. They are designed to communicate information in a visual way, making them easily consumable and shareable.
4. Videos
Videos are by far the most popular form of content today and can be used in several, if not all, stages of the sales funnel.
- At the top and middle of the funnel, they can be used to inform and entertain.
- At the middle of the funnel, they can give consumers a better idea of your product or service.
- At the bottom of the funnel, they can be helpful in assisting customers with making a purchase.
You might not know this, but videos are also great for SEO. This is because YouTube, the second most popular search engine in the world, is owned by Google.
5. Podcasts
Podcasts are relatively inexpensive to produce and can be a great addition to your marketing mix if you have something unique to offer your audience. They can also help you establish brand authority and expand your reach.
Conclusion
If there is one thing you take away from the above, it’s not that content marketing works, but rather that you need a well thought out strategy for it to work. Without a strategy, you’ll likely end up with a few hits and a lot of misses.
To use content marketing effectively, you must first fully understand your target audience, your goals and your value proposition.
Putting in the time and effort to run a content marketing operation is a big investment. So make sure that you are maximizing that investment in order to see significant returns.
Need help with your content marketing strategy? Contact us today to find out more about how we can assist you.
